(photo from Chinanews.com)

Chen Guangbiao loves making high-profile donations. Green is his symbolic personal color, as he is appealing to environmental protection. However, during his 45-year-old birthday, Chen Guangbiao changed his clothes into red. He said because red color could attract people's attentions, he wanted to urge the rich to abandon the habit of high consumption and high waste.

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July 19^th, Chen Gaobiao donated 4.5 million (0.7 billion USD) to celebrate his 45-year-old birthday. He dressed in a red shirt and stood behind the desk with pyramidal money on it. The flashbulbs started popping everywhere.

Just like his usual work style, Chen made a high-profile donation. He told reporters: "This is the first time for me to celebrate my birthday like this. I have taken part in many birthday parties of the rich people. It was quite usual for them to spend millions of money to hold a party. When seeing this, I feel very bitter. I choose to donate my money to the people who need it, instead of lavishing the money."

Chen Guangbiao wanted to remind the rich not to forget to help the poor families and young entrepreneurs. "Remember to be grateful, and remember there are many people who need your help." Chen said.

Chen Guangbiao once mimicked Lei Feng to call on Chinese people to learn the spirit of Lei Feng. Lei Feng was a model citizen in China who was devoted to the Communist Party, Chairman Mao Zedong, and the people of China.

Chen also sells canned fresh air in response to Beijing's ever-worsening air pollution problem. Offered in a variety of flavors, such as "pristine Tibet" and "post-industrial Taiwan", the air is being sold for about 5 Chinese Yuan ($0.80) per can. He says he want to encourage environmental protection by doing so. Although his high-profile behavior has attracted lots of attentions, he also faces public odium from people who don't agree with his high-profile behavior. But Chen Guangbiao smiles at it, and still insists on his own style.